Smashbox opens its first US flagship in Venice Beach

The makeup brand has opened its first ever US flagship store on Abbot Kinney Boulevard in Venice, CA. The new store will not only sell makeup but also offer photo services and let customers create their own lip gloss.

Instagram: Smashbox

Smashbox Cosmetics opened the doors of its first US store in Los Angeles’ Venice Beach on Saturday. The new store sells the full Smashbox range of products and also offers professional photo services, in keeping with the brand’s origins as makeup designed for photography. Global brand president Beth DiNardo says the new store will also host daily themed parties in an attempt to increase engagement.

As part of its opening day, the Venice Smashbox store offered free lipsticks to the first 50 visitors and invited beauty bloggers such as Casey Holms and Nicol Concilio. The brand has increased its involvement with YouTube beauty bloggers, having recently collaborated with Lilly Singh, Shay Mitchell and Vlada Haggerty.

The new Smashbox Venice store will also allow visitors to create their own custom lip gloss shades and a lipstick using 3-D printing.

Smashbox was founded in 1996 and acquired by Estée Lauder in 2010. The line is now carried in Sephora, Ulta and the brand’s online shop.